Even though it’s quite expensive, Iceland are confident shoppers will tuck in to them over the festive season

At this price, the lobsters, weighing about 140g, are considerably more expensive than the ones already in their shell that the likes of Aldi sell at Christmas for £6, or the pair of lobster tails that Asda sells for £12.

But Iceland is confident that it will be a hit with British shoppers, many of whom see lobster as a key part of a Christmas buffet or meal.

Sales of lobster jumped 32 per cent last year, helped by a price war which saw Lidl sell lobster for just £2.99 for a limited time in December.

Also, Iceland customers have embraced the increasingly upmarket range of food it has started selling.

Over the last two years, it has launched frozen chateaubriand, Dover sole and zuppa di pesce, a seafood casserole made from squid, hake, mussels and clams.

Last month it extended its Luxury premium range into non-chilled and non-frozen items including a granola and sourdough crumpets.

The lobsters, which have their shells blasted off by high-pressure water, are then frozen.

Neil Nugent, the executive chef at Iceland, who has developed many of its upmarket dishes, said: “We think it’s a revolutionary product and it’s the first time any supermarket has done something like this. It’s a real game changer.”